GTM 143: Why Most AI Messaging Fails and How to Actually Stand Out in a Crowded Market | Harmony Anderson

Harmony Anderson is an entrepreneurial marketing leader with deep expertise in building global GTM strategies at growth startups. She is currently the VP of Growth and Marketing at Superhuman, the most productive email app ever made for teams. She has also led high-performing teams at Armada, Engine, Outreach, and ThousandEyes.

She is deeply passionate about creating world-class marketing campaigns, leveraging data-driven strategies to accelerate customer acquisition, engagement, and retention. She also drives extreme rigor around operational excellence and efficiency, ensuring GTM teams execute with precision using repeatable and predictable playbooks. 

Discussed in this Episode:

• How to develop unique positioning and messaging for an AI company
• Why UGC matters for your brand and how to get users to create content about your product
• The impact of lightning marketing campaigns and follow-on 'thunder' campaigns
• Three core channels for launching a new B2B marketing program

Highlights: 

05:12 – The #1 mistake in AI messaging: sounding like everyone else.
07:24 – Use outcomes and data to differentiate your AI product.
11:06 – Why nailing 3-5 core use cases beats going broad or too niche.
12:38 – Turning website visitors into believers with demos and interactive content.
14:01 – How to keep up with a market that changes every week (hello, agentic AI).
15:08 – Building campaigns that fuel your narrative across every channel.
17:16 – Behind Superhuman’s most successful campaign ever: “New Year, New Inbox.”
20:04 – Unlocking 60% growth through user-generated content and affiliate advocacy.
21:38 – Why webinars and virtual events still drive real results (and feedback).
23:12 – How to keep your messaging fresh while staying focused.
25:11 – The difference between brand umbrella, campaign, and program — and why it matters.
27:02 – Harmony’s lean, high-impact program playbook for early-stage teams.
31:06 – Building a hype train: how to activate champions at launch.
33:01 – Hot take: marketing shouldn’t be measured by pipeline alone.
35:12 – Why NRR (not just pipeline) should be a marketing KPI.

Guest Speaker Links (Harmony Anderson):

• LinkedIn: linkedin.com/in/harmony-hickman-anderson
• Superhuman: superhuman.com

Host Speaker Links (Sophie Buonassisi):

• LinkedIn: linkedin.com/in/sophiebuonassisi
• Newsletter: gtmnow.com/tag/newsletter

Where to find GTMnow (GTMfund’s media brand):

• Website: gtmnow.com
• LinkedIn: GTMnow
• X/Twitter: @GTMnow_
• YouTube:

The GTM Podcast
The GTM Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.

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